Jaguar design boss Ian Callum is calling for buyers to be braver with their colour choices to give the roads a splash of colour.

"We've got to get people to be a little braver with colours," says Callum, who had to push the Indian-owned brand's management to include a bold red for the upcoming F-Type sports car. "It does bore me that everybody defaults to grey black or silver, or white now, white's one of the popular ones."

Callum pointed to a recent experiment in the United States where Jaguar forced some bright blue cars into lots at the reluctance of many dealers.

"There was a reluctance on the dealers part to take the bright colours ... the dealers don't want a bright blue car on the lot.

"I think when you get into the performance end of the market, maybe not the luxury end ... people are more interested in the value of the car to them as a piece of indulgence as they are perhaps about residual values," he says.

And he says demand when the car is new will flow through to the second-hand market.

"Somebody is going to buy an RS like this, the next guy that guys an RS is going to want this colour anyway, so let's not get too conservative about it."

Jaguar's colour gamble is similar to some colour experimentation recently going on at Jeep.

Anyone who's passed a Jeep dealer in the last few months will notice some bold, bright colours, from orange to lime green.

"We've been having a lot of fun with colours on Wrangler of late and we'll continue to do that," he says. "We've been itching to go with different colours on that vehicle, markets responded really well."

Allen points to the bright green currently offered on the Wrangler and says it can work on cheaper cars - as well as top end supercars.

"There's this acid green we have out right now, gecko green, which works on a really expensive car up to about $15,000 then it comes back in on a Lamborghini for like $100,000," he says, saying the appetite for brighter colours on premium or prestige cars is significantly reduced.

Allen also says such colours are being used effectively as limited edition runs.

"With Wrangler we'll run a colour for four months or so and then it goes away."

He also says matte colours are something that interests him and he thinks works well with the ruggedness and bold design of a Jeep.

One of the most daring colours was one used on an anniversary edition of the iconic Wrangler.

"Anvil ... it came off a concept vehicle we did a couple of years ago. We made no secret of it, we got it off a trash can, a plastic can in the shop.

"It's a beautiful basic grey ... for some reason right now that's an avant grade colour, because there's no metallic to it. Non metallic paints, we're very interested in that right now."